Kaleja Silks

The Objective

Driving Black Friday sales with a smarter catalog strategy

Kaleja Silks is a personal care and beauty brand offering premium silk products, from pillowcases to hair and skin accessories such as heatless curlers and silk hair ties. The brand focuses on elegant, high-quality solutions designed to support healthy hair and everyday comfort.

Autumn is a critical sales period for this category, with Black Friday and the holiday season driving intense competition and rising media costs. For Kaleja Silks, the priority during this peak moment was clear: drive sales efficiently.

The brand wanted to test a catalog campaign approach that would shorten the path to purchase, reduce friction for TikTok users, and deliver strong performance at a lower cost compared to a fully manual setup.

The Solution

Testing Smart+ automation against a manual catalog setup

To understand which approach performs best, Kaleja Silks ran a Smart+ catalog campaign alongside a manually managed catalog campaign during Black Friday week.Key elements of the setup included:

• Smart+ catalog campaign With minimal manual input, limited to a broad female audience aged 18 to 55+, Smart+ handled delivery, optimization, and creative rotation automatically. This allowed the algorithm to focus on driving conversions and sales with minimal ongoing intervention.

• Manual catalog campaign for comparison The manual setup included multiple ad groups targeting specific segments, such as beauty and personal care interests, alongside a broader female audience in Latvia. While this approach offered more control, it required constant monitoring and manual budget optimization.

• Performance and CPA monitoring Given the short and competitive sales window, close tracking of CPA and conversion trends was essential. The Smart+ campaign quickly showed lower CPA, providing valuable insights for future optimization strategies, even though a tCPA cap was not applied during this test.

This side-by-side setup allowed the brand to clearly evaluate efficiency, scale, and results across both approaches.

The Results

Higher sales and scale with less effort

The Black Friday test delivered a clear result: Smart+ outperformed the manual catalog campaign across all key metrics.

• +76% higher sales, while spending 5.4% less budget

• Nearly 2x more conversions at a significantly lower cost

• +40% more impressions delivered at a lower CPM compared to the manual setup

In addition to stronger sales performance, the Smart+ campaign also drove slightly higher website traffic, confirming its ability to support lower-funnel goals.

Overall, this test showed that Smart+ Catalog Ads can deliver strong sales results during peak periods with far less manual effort. Combined with TikTok-native video assets, Smart+ allowed Kaleja Silks to scale performance efficiently and maximize Black Friday results without overcomplicating campaign management.